ASATO'S THEORY OF EMOTION

By intertwining the wheel, gestures, and symbols of emotion, Asato Kitamura’s ”Theory of Emotion” represents the
foundation of ASATO’s brand philosophy - transforming the intricate tapestry of human emotions into a visual symphony. ASATO aims to illuminate the profound beauty and complexity of our emotional landscape through vivid and expressive imagery.

WHEEL OF EMOTION

Plutchik proposed a classification approach for emotional responses. He considered there to be eight primary emotions— anger, fear, sadness, disgust, surprise, anticipation, trust, and joy. Plutchik argues for the primacy of these emotions by showing each to be the trigger of behavior with high survival value, such as the way fear inspires the fight-or-flight response. He suggested 4 relationships that pair these emotions together: joy versus sadness; anger versus fear; trust versus disgust; and surprise versus anticipation. Additionally, his model directly connects the idea of a circle of emotions to the color wheel. Like colors, primary emotions can be expressed at different intensities and can mix to form a variety of emotions. The theory was extended to provide the basis for an explanation for psychological defense mechanisms; Plutchik proposed that eight defense mechanisms were manifestations of the eight core emotions.

GESTURES OF EMOTION

We believe that clothing is not just a hierarchical and separate item that is worn on the body, but that the body and clothing are one. In other words, the idea is that the body is the first garment. Based on psychoanalyst Jacques Lacan's (1901-1981) ''mirror stage theory'', primary clothing is a body image constructed from fragmented information about one's own body, and a young child's It involves a ''libidinal dynamism'' caused by identifying with one's own image and creating what Lacan calls an ''ideal-I'' or ''ideal self.'' We researched and verified how each emotion moves the human body.

SYMBOLS OF EMOTION

"Emotions" and "colors" have a common feature in that the properties placed in the opposite position have the properties of a contrasting relationship. We hypothesize that "shapes" also have common properties with emotions and colors, forming all the emotional symbols by reversing the shape of the arms of the contrasting emotions. Human symbols can also be extracted; each remaining represents an emotional expression. By combining the shapes of these emotions, we can directly visualize love through Plutchik's model. The human mind is made up of a complex mixture of different emotions. Most people tend to focus on the body when symbolizing a human being. However, we believe that emotions should be considered equally as much; that a complex mind is the true nature of a human being.